Why do humans struggle with the concept of time management? Dan Ariely, a psychologist and behavioral economist, argues that it’s because we fail to factor the opportunity cost of time into our decisions. So how do we counter this irrational tendency? In this lesson, Ariely introduces you to a strategy for managing this hidden variable more effectively for yourself and your employees.We don’t take the opportunity cost of time into account because the wasting of time isn’t salient.What we notice provides input for decision-making. Consider ways of making what is important to you (like loss of time) salient and measurable.